Javier Farfan, Senior Director of Cultural Branding at PepsiCo, joined PBA in June 2010 to oversee PBA’s efforts to build brands and drive volume with key cultural groups (including Hispanic, African-American, and Asian-American consumers and influencers). Javier is responsible for leading the strategy, program development, communications for these groups, working closely with brand teams across Pepsi.

Before joining PepsiCo, Farfan served as Product Marketing Group Manager at Microsoft and was responsible for marketing and communications efforts specifically within the U.S. Hispanic market. Farfan also served as the Director of Marketing for MTV Networks where he helped launch a Hispanic cable network, MTV Tr3s. At MTV Tr3s, he spearheaded consumer marketing and strategic partnership initiatives to drive brand awareness, programming launches and key Hispanic marketing efforts. Prior to joining MTV Networks, Farfan spent his career in the finance and consulting industry at JP Morgan Chase and Accenture Consulting, respectively.

Farfan, a New York City native, holds a Master of Arts from Columbia University and a Master of Business Administration from New York University, Stern School of Business. He also has a Bachelor’s of Science from Binghamton University.